Buyer Persona Example Page for Confluence

Example pages by Mosaic: Content Formatting Macros & Templates are there to inspire you with what can be achieved in Confluence. Take a look at our example buyer persona and explore our full range of example pages to see what you can do.

For pages that you can upload directly to your Confluence space and customise as you please, check out Mosaic's templates.

What is a buyer persona?

A buyer persona is a semi-fictional character that represents your ideal customer. Built from customer data and insights, personas bring customer motivations, challenges, and behaviours to life in a way that feels tangible and human. Having a buyer persona helps businesses understand who they’re talking to and tailor their messages so they really connect with the people who matter most.

A clapperboard for a film with 'What's your story?' written on it

Why does your company need a buyer persona?

Personas give you a clear picture of who you’re helping, rather than just a faceless market segment. When you know what your customers are feeling and why they make certain decisions, it’s easier to connect with them. This empathy fuels better product ideas, more thoughtful services, and communication that resonates on a personal level.

Instead of sending generic messages that might miss the mark, you can create content that speaks directly to the interests, challenges, and desires of your ideal customers. This tailored approach means your audience feels understood and valued, boosting engagement and making your marketing budget work harder for you.

Three arrows all hitting the centre of a target

A shared buyer persona brings sales, marketing, and product teams together around the same customer vision. Everyone knows exactly who the ideal customer is, what they need, and how to best communicate with them. This alignment means less wasted effort, smoother collaboration, and a united front when it comes to attracting and serving customers.

Two small dogs carrying a stick between them and running in the same direction

Personas give you a clear picture of who you’re helping, rather than just a faceless market segment. When you know what your customers are feeling and why they make certain decisions, it’s easier to connect with them. This empathy fuels better product ideas, more thoughtful services, and communication that resonates on a personal level.

Instead of sending generic messages that might miss the mark, you can create content that speaks directly to the interests, challenges, and desires of your ideal customers. This tailored approach means your audience feels understood and valued, boosting engagement and making your marketing budget work harder for you.

A shared buyer persona brings sales, marketing, and product teams together around the same customer vision. Everyone knows exactly who the ideal customer is, what they need, and how to best communicate with them. This alignment means less wasted effort, smoother collaboration, and a united front when it comes to attracting and serving customers.

Personas give you a clear picture of who you’re helping, rather than just a faceless market segment. When you know what your customers are feeling and why they make certain decisions, it’s easier to connect with them. This empathy fuels better product ideas, more thoughtful services, and communication that resonates on a personal level.

Instead of sending generic messages that might miss the mark, you can create content that speaks directly to the interests, challenges, and desires of your ideal customers. This tailored approach means your audience feels understood and valued, boosting engagement and making your marketing budget work harder for you.

A shared buyer persona brings sales, marketing, and product teams together around the same customer vision. Everyone knows exactly who the ideal customer is, what they need, and how to best communicate with them. This alignment means less wasted effort, smoother collaboration, and a united front when it comes to attracting and serving customers.

What elements should a buyer persona include?

Our example buyer persona comprises 12 sections organised in tabs for easy navigation. These are:

Persona snapshot
Background and demographics
Key responsibilities
Goals and success metrics
Challenges and pain points
Buying motivation and triggers
Buying process and decision criteria
Preferred content and information sources
Brand perceptions and messaging
Sample Quotes
Additional notes and insights
Appendix

Let's explore a few of these sections in more detail:

The top half of Mosaic's buyer persona for Confluence, showing the heading in a blue background, instructions for use, an overview of the page, and some of the tabs, with the 'Background and Demographics' tab open.

Persona snapshot

A good buyer persona starts with a clear snapshot that outlines the basics about your ideal customer. This includes demographic information like job title, industry, and location. Beyond these, it's helpful to add personal touches like an image and a name, so that the team can visualise this person and keep them in mind during their work.

Challenges and pain points

Knowing the challenges and pain points your persona faces is absolutely crucial. These are the real struggles that might keep them up at night or slow down their work. Understanding these helps to position your product or service as the helpful solution they need.

Brand perceptions and messaging

Your buyer persona should include insights into how they perceive your brand and what messaging truly resonates with them. Do they respond well to formal language or prefer something more casual and friendly? What kind of benefits catch their eye?